| 研究課題/領域番号 |
21K01737
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| 研究種目 |
基盤研究(C)
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| 配分区分 | 基金 |
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| 応募区分 | 一般 |
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| 審査区分 |
小区分07080:経営学関連
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| 研究機関 | 立命館アジア太平洋大学 |
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研究代表者 |
バイセ・ゼー マリアン 立命館アジア太平洋大学, 国際経営学部, 教授 (50648615)
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| 研究期間 (年度) |
2021-04-01 – 2024-03-31
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| 研究課題ステータス |
交付 (2022年度)
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| 配分額 *注記 |
3,120千円 (直接経費: 2,400千円、間接経費: 720千円)
2023年度: 520千円 (直接経費: 400千円、間接経費: 120千円)
2022年度: 1,950千円 (直接経費: 1,500千円、間接経費: 450千円)
2021年度: 650千円 (直接経費: 500千円、間接経費: 150千円)
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| キーワード | Takeover / Rebranding / Foreign ownership / Country of origin effect / Foreign outsourcing / Merger & Acquisition / Outsourcing / Country of Origin Effect / Foreign Ownership / Country of Origin effect |
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| 研究開始時の研究の概要 |
The study quantifies how public attitudes towards familiar Japanese companies change after being sold to a Chinese company, relocating manufacturing, and adopting a new brand name. The data collection approach for the statistical assessment of public attitudes is a survey that collects data via a set of discrete choice questions, known as a Discrete Choice Analysis. A mixed multinominal logit regression serves to estimate the attitude for each attribute as well as interaction effects and the willingness-to-pay for each attribute.
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| 研究実績の概要 |
2022 was devoted to theory building. The theoretical framework is now fully developed. The hypotheses are refined and based on refined theoretical arguments. The model uses three change constructs: ownership, manufacturing site and brand name. The effects of manufacturing shifts abroad and the country of origin effect have been described in detail in literature. The effect of a change of a brand name on public attitude, however, has not been fully described and hypothesized before. This project is part of the effort to theoretically and empirically understand the effects of rebranding. For the effect of rebranding the model of public perception of company take overs is now centered on the change of a well known brand name into a new brand name, that does not exist, instead of using a Chinese brand.
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| 現在までの達成度 (区分) |
現在までの達成度 (区分)
4: 遅れている
理由
It was originally planned to conduct the data collection during AY2022. However, this was delayed. It now will be conducted during AY2023. The development of the theoretical model took more time than anticipated. The data collection was delayed because of the COVID19 pandemic.
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| 今後の研究の推進方策 |
Another contribution is the conceptualization of interaction effects between rebranding after ownership changes and manufacturing shifts abroad. The next step is the development of an appropriate scenario for the data collection. The scenario includes a realistic situation in which a Japanese brand has been taken over by the Chinese company. The Japanese brand must be well known in order to elicit emotional responses. The degree to which the brand is liked, loved, used or not must be measured as covariates. The data will be collected in AY2023. The data collection will be conducted by a market research company in Japan. The data analysis should be conducted in a short time afterwards.
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